When you start using Google Shopping, you’ll quickly realize that it opens up the whole new audience for your product base.
Since Google search engine is among the top 5 things used every day, the advertising possibilities it gives you are great way to improve conversion ratio.
This is why it’s good to know how to best optimize your product feed so as to effectively get your prospect’s attention. Have a look at below 5 steps.
Step 1: Optimize the product name
Product names is one of the first things that the user sees in the browser. It should be simple yet have all the content that it takes to make a purchase decision.
In your Google product feed you can use up to 150 characters of which 70 characters will be displayed in the browser. This is all the space that you get to effectively advertise your product base.
How is it best to name your products? Depending on their category, you should take into account their specifications.
– When you take into account clothing, a good idea is to use the following scheme: brand + gender + product + attributes like size, color or material. Take a look at the example: “Chanel Woman T-shirt Black
– In the case of FMCG products use: brand + product+ attribute (taste, size, weight, packaging, etc.). For example: “Red Bull Energy drink can 250ml”
– As for the long-lasting goods like furniture go for: product + producer + model + attribute + product code, for example, “Coffee table IKEA black 123456”
– For the electronics: product + distinctive feature + brand + series + model + product attributes + product code. Here’s the example: “Laptop 15,6’’ Lenovo Thinkpad E550, i3 2 GHz, 4 GB RAM, 500 GB HDD”
– When dealing with seasonal products go for: offer type + product + attributes, for instance, “Sale! Wedding Suit Navy Blue, Size 52”
Step 2: Optimize the product description
Keywords used in the product description are key elements taken into account when looking at search results. This is why the description should carry important product details.
Step 3: Divide the product base further into product variants
It can be done for example in the case of clothing available in a few colors. If you want your future clients to find what they’re looking for precisely and buy it, it’s a good idea to split products into its available variants.
Step 4: Optimize the categories
Be as precise as you can be when it comes to selecting the categories as their choice translates later into product visibility. This is why you should go as low as possible while creating the category tree. For example for the jeans it can be done like that: “Apparel and Accessories > Clothing > Trousers” instead of simple “Apparel and Accessories > Clothing”
Step 5: Improve data quality
Google uses product features so as to perfectly match the search queries. This is why you should prepare the data in the simplest way possible:
Color: it’s best to use basic color names, for example blue instead of fancy variations like aquamarine. You can use only one color name. Google Shopping product feed allows you to add maximum 3 columns to multicolor products.
Size: product feed allows to set a separate column for a product size and the type of size measurement so there is no need to place those two elements in one space. If the size is different than American (standard setting), then you need to set the metric system that is used in the countries that you want to target.
Additional attributes: it’s worth to remember about additional attributes that you may place in separate product feed columns. Those are for example Material Attribute where you can specify the type of material or Pattern Attribute where you can precise the information on the product’s pattern.
Better product feed quality
If you stick to above steps, you are well off as your product feed’s quality as well as your product showcase in Google Shopping are improved. Though the steps are quite time-consuming and may seem tiresome, they are a definite must when it comes to stimulating a conversion rate in your online store.